Healthcare - OTC

Marketing communications efforts for products that are sold without a prescription that address a specific health condition.

2015 SILVER

Grow Your Game

For young guys still on the cusp--still trying to make it in life, their career, and relationshipthinning hair can deliver a blow to their confidence that can be utterly devastating! When you dont feel confident, you may second guess yourself and potentially miss out of your full potential. Our strategy: Connect hair-regrowth with personal-growth. We recruited 5 relatable guys ready to regrow their hair and confidence in-life, work and love. Their stories rolled out episodically over an 8-month-period sharing their success in personal-growth and hair-regrowth with the world.

Brand: ROGAINE
Client: Johnson & Johnson
Agency: UM/J3
Language: English

2015 BRONZE

The End of Coughequences

Robitussin sales were declining as the competition directed the focus towards multi-symptom relief and away from cough relief alone. To support the launch of two new products, Robitussin drew attention to the unfortunate consequences of coughing at the wrong time or place and gave it a name: Coughequences. As a result the spotlight was firmly back on coughs: Robitussins sales for its two new products exceeded expectations by 73% and the portfolio grew by 65% while category sales declined by 5% and cough incidence dropped by 12%.

Brand: Robitussin
Client: Pfizer Consumer Healthcare
Agency: Grey New York
Language: English

2015 BRONZE

Drop Your Pants for Underwareness

65 million Americans have bladder control problems, and almost half of them are younger than 50. Statistically true, but hard to digest, Depend had a mission to shatter the societal stigma against incontinence. The shame around incontinence is inextricably linked to Depend, so when we redefine cultural norms, we redefine our brand. By creating a campaign that overcame the shame of bladder leakage through a mass, public display of solidarity, Depend significantly reduced the shame associated with the condition by 1/3 generating 19,000 sample requests in just the first month.

Brand: Depend
Client: Kimberly-Clark
Agency: Ogilvy & Mather
Language: English

FINALISTS

Bayer Aspirin Bayer Aspirin Official Sponsor of Fans' Hearts

Advil Advil the Summer Travel Pain Away

Pfizer Living Beyond COVID-19